 IMAGE IS EVERYTHING |
Marketing in Algeria, either for the local market or the international audience, is also a new challenge. The shift from a socialist system to a liberalized economy has introduced new elements of competition, marketing and image branding.
In this new business environment, Algerian companies are starting to understand the importance of building their corporate image. They are taking baby steps towards the re-designing of their logos, annual reports and brochures, and starting to adopt marketing plans, targeted surveys and branding strategies. Through the Internet, companies are also taking advantage of the country's new web culture.
| Start-ups and marketing companies are also popping up to meet this new demand, led by young Algerians who have come back from the US and Europe. Yet they all have one competitor in common: the ANEP, the State's publishing and marketing company that owns a strong distribution network across the country and aims at developing Algeria's huge consumer market.
"We cannot liberalize a country without developing its communications" says Abdelkader Khemri, General Manager of ANEP. " The liberalization of the Algerian economy is actually a result of a political process that encouraged free press and democratic expression".
The media giant was recently consolidated into GPC (Group Press and Communications), which has become an umbrella for a communication holding that is fully integrated, with design, publishing, printing, distribution and marketing activities. Now that marketing is no longer controlled by the State, ANEPis eager to maintain its impressive market share to develop its services through partnerships and, by outsourcing contracts for printing, outdoor advertising and market research, for example.
The image of the country is also a concern - and Khemri is challenging pre-conceived notions of Algeria in the international media. "Although there are certain images and afterthoughts which continue to prevent Algeria's development... I believe that we all have an interest in developing the country." According to Khemri, this begins by promoting Algeria as a safe investment destination, and ensuring that international readers receive a balanced view of the current situation. |
ALGERIA,
